Zara And Other Fast Fashion Giants Touches The Net: First, Mount And Perfect.

The first T-shirt has not yet been sold on the Internet, and the international fast fashion giant Zara has a huge influence on the Internet. Compared with many other fashion retailers, it has more Facebook followers and more apps on iTunes.

But only when the first online store of the flagship brand of Inditex SA opened on Thursday did the test begin.

According to research firm Sanford C. Bernstein, this Spanish fashion is expected.

Inditex group's leading brand, Spain's low fashion giant Zara will open online stores in six European countries in September 2nd, hoping to promote its turnover through the channel of this competitive brand.

The first countries to be landed include Spain, Germany, France, Italy, Portugal and the United Kingdom.

The move came into being in the background of a large number of fashion giants competing for the development of Internet business.

Gap group, the world's second largest apparel giant, began expanding its online store business in 55 countries outside the United States in August 12th, and promised to increase to 65 countries by the end of 2010.

Sweden's H&M group, the world's third largest group, has launched online sales in seven countries such as Germany as early as 1998, and the group plans to enter another leading market in September 16th.

Zara is the last fashion brand that touches the net. It is a bit surprising that this fashion brand, which is famous for its fast fashion, will update its shelves every two weeks.

But now that fashion is not yet ripe, fashion is only beginning to attract online consumers.

According to industry estimates, clothing sales in 2009 account for only 2.5% of e-commerce turnover in Spain, and only 5.6% in France.

Another cheap fashion brand in Spain, Mango, also had Internet access as early as 2000, but its sales in this channel account for only 1% of its total revenue.

Gap performed better. Last year, it recorded US $1 billion 100 million in net sales, accounting for 7.7% of its turnover, but this is relatively mature in the US market.

The net sales of mango are expected to increase six times in three years, and the trend of the Internet has become popular.

Clothing online shopping market is more mature

In a recent survey conducted in 55 countries by Nelson, a market research firm, Nielsen showed that clothing ranked second in the products that netizens wanted to buy, just behind books, before airline tickets.

NathalieGenn rat, a consultant at the French Fashion Institute, said that the Zara touches "can be seen as a great expectation, because Internet clothing sales are prevailing now." she pointed out that nearly 10% of clothing sales in the UK have been through online shopping.

She also pointed out that there were still some obstacles, especially fitting clothes, which could not be realized in virtual shops.

JacquelineAnderson, an analyst at Forrester, said, "there is also a freight problem" and a return problem, but "now the enterprises are more anxious for customers, and they will be free of freight or improve the way of return according to a certain amount."

Zara said it hoped to "copy its store buying experience to the Internet". 100% of the products were sold in online stores and the same price as the physical stores. The company expanded the online store to 77 countries in the world where the brand is currently located.

It is reported that after the opening of GAP Beijing and Shanghai stores, its online shopping channels in the Chinese market will also be opened, which will enable consumers in other cities to purchase GAP products synchronously.

Net will not lead to physical stores eliminated

The brand can be described as everything except for Dongfeng: its website launched in Facebook in 2009 attracted 4 million 400 thousand fans at present.

The iPhone application specifically introducing brand fashion has been downloaded 2 million times.

Although its official website did not provide shopping services, it still recorded 33 million 500 thousand visits in 2009.

The Inditex group sees it as a "critical step" and believes that the website that can be viewed through mobile phones will not lead to the elimination of physical stores, but on the contrary, it will increase sales.

Zara's turnover accounts for 3/4 of Inditex group's revenue, while the group has seven other brands such as MassimoDutti, but its market popularity is far lower than that of Zara.

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Reflection

The success rate of traditional enterprises is low.

For traditional clothing enterprises, network sales remain at a low level.

The industry has made a corresponding investigation on the application of e-commerce in Chinese clothing enterprises, and the result is regrettable.

As of March 2009, there were only 29.2% independent enterprises specializing in e-commerce planning, sales or development departments, accounting for 24% of "independent departments, but specialized personnel". "In addition to IT professionals, there are no specific e-commerce planning, sales and development personnel," accounting for 5.4%; "no IT professionals, no e-commerce planning, sales and development personnel" clothing enterprises up to 41.3%.

Even in those enterprises that have already launched e-commerce, less than 30% of them have set up e-commerce related departments.

In addition, the traditional clothing enterprises invest less in electronic commerce.

Electronic commerce related infrastructure investment below 10 thousand yuan up to 29.8%, if the expansion to the annual investment of less than 50 thousand yuan, the proportion of such enterprises is as high as 73.5%.

Such input shows that enterprises have not put the development of clothing e-commerce into strategic position.

Worry: impact on the offline

So, for the traditional clothing enterprises (mainly for garment enterprises with offline channels), the reason why they are not "cold" for online shopping channels is that they are worried about the impact of online shopping channels on the line.

Because for the entity enterprise, the most fearful is nothing more than three things: dealers secretly cut prices, disrupt the price system; fleeing goods, disrupting the channel system; fakes, disrupting market confidence.

Many traditional clothing enterprises suffer from this kind of pain when the online shopping clothes are just rising.

For example, Lining said that in early 2008, when the official website of Lining opened, there were 700 shops selling all kinds of Lining products online.

"Traditional brand enterprises embrace online sales, but there are few good ends." Lin Wenqin, a senior e-commerce person and MMbuy shopping network CEO, once wrote that "only a few companies can solve the puzzle of integration of virtual and reality."

According to Lin Wenqin analysis, there are many similarities in the failure of all traditional brand enterprises to invest in online shopping channels.

For example, the traditional well-known brands are not sold online, but the traditional brands are in sync with the entity channel prices, and the sales volume is extremely poor. The traditional brands are lower than the entity prices on the Internet, causing the entity customers to complain, the dealers protest, the traditional brand online shopping is in retreat, and then succumb to the dealer pressure and the price is unified, so the website becomes the price list and becomes the display.

For traditional clothing enterprises, because of the short chain of interests and the characteristics of channel DC, the network channel is naturally lower than the traditional channel cost. How to avoid the impact of online channels on the offline channel and make the two complement each other has become the key to start and develop the company's online shopping channels.

After all, for enterprises, the emergence of a new model, escape is not a way, only to master the technology to control it for our use, is the best policy, not in the future of the strategic loss of force.

Resolvent

Mode 1: distinguish brands from different channels

Mode 2: international sales mode under online channel selling 3: time sale

It is a strategy adopted by many traditional brand enterprises to distinguish brands from different channels.

For example, Roley family textile launched LOVO brand for online shopping; Huarun home textile launched the online shopping brand luxlulu; the famous American popular shoe brand Hasen also created a special Mason for the network channel.

This practice of creating new brands, though slow start and training takes time, is worth looking forward to in the long run.

Mode 2: International Commodities under online channels

International merchandise under the online channel is also one of the strategies. This is because many famous brands, especially the high-end international fashion brands, are accustomed to letting customers miss the feeling they can't buy, and will not easily let these brands enter the online shopping channel.

Mode 3: time sale

Another strategy is time sale, which is a very popular mode of operation now.

Its website will not be a traditional directory format, but will be sold in one file and one file. Each time period or daily or weekly, only a promotional product will be launched for its members, and the activity will be cancelled at the end.

This pattern is popular in Europe and America, such as Gitt Groupe.

At home, such as ihush, Qiao Qiao language, VIP sale will wait for the website.

This mode can not only carry out intensive shipments in a very short time but also affect the offline channel.

remind

Specific landing points determine the success or failure of clothing online shopping.

For enterprises, we should first understand what e-commerce means to the value of an enterprise.

It is neither a matter of indifference nor a swarm of bees. The key is to figure out what the strategic orientation of e-commerce is.

As the industry pointed out, e-commerce on UNIQLO is aimed at improving terminal coverage; P & G's e-commerce is designed to meet the new needs of existing consumers.

If the enterprise only generalize the sales volume and fails to implement the specific value point, the accuracy of the market strategy will be greatly reduced.

Zhou Songhua, who focuses on database marketing in Shanghai Hui Yu consulting, told me that the ultimate goal of developing network sales is not to sacrifice traditional channels, but to use the Internet to enhance overall sales and profits.

"When we formulate the network sales strategy, we must develop and utilize the network in a broader perspective, so as to design a profitable network sales mode: the network as a paction channel, as a promotion channel, as a channel for customer guidance and cultivation, and can also serve as a channel for customers to maintain and repeat purchases."